Digital Trends - Q2 - China - August 2020
Overview
 
What you need to know
While smartphones still dominate people’s screen time, it is important for brands and marketers to know that more and more digital devices are being accepted by consumers. The increasing number of screens in use at any one time mean that people are more distracted. The increase in entertainment time at home has also increased the usage of smart TVs as well.

The rapid rise of short videos – consumed and made - during the outbreak has become an important channel of entertainment and leisure. Consumers also expect short videos to bring them information and knowledge and are prepared to accept the exchange of personal information and potential for marketing that comes with this form of media consumption. Short videos are therefore an important communication channel between brands and consumers in the future.

Covered in this Report
This Report covers ownership of and intentions to purchase consumer technology products (eg televisions, laptops and smartphones), as well as the methods that people have used to connect to the internet in the last three months.

Mintel’s Digital Trends China Report series examines what types of activities consumers have performed online using PCs (laptops or desktops), tablets and smartphones. In each quarter, we focus on a different aspect of consumer behaviour, and this edition focuses on social and media-related activities including use of social networks and messaging services, online news and video consumption, photo and video sharing and gaming.

In addition, every edition contains a Special Focus section, where we address a particular aspect of the consumer technology market. This edition’s Special Focus is on the impact of livestreaming on people’s purchase decisions.

Definitions of different digital products:

●	Smartphones: refers to any modern mobile phone capable of connecting to the internet, and capable of downloading applications from proprietary application stores.
●	Laptops/desktops: refers to all types of PCs (eg tower unit computers, all-in-one PCs, netbooks, ultra-books and two-in-one laptops which can be converted to tablets).
●	Tablets: refers to the new style of computers in a slate or slab format with touchscreens and no permanently attached physical keyboards, excluding two-in-one laptops.
●	Digital/video cameras: refers to point-and-shoot digital cameras (P&S), single-lens reflex (SLR) cameras (both digital and film), mirrorless cameras and video cameras.
●	Wearable products: refers to devices incorporating electronic technologies or computers that can be worn by consumers, such as activity trackers and smartwatches.
●	Smart home appliances: refers to home appliances which are internet-connected or controllable by mobile apps (eg smart speakers, smart fridges); smart TVs/projectors are excluded.
●	Smart TV/projectors: refers to internet-enabled TV sets/projectors.
●	VR products: VR (virtual reality) headsets.
●	e-readers: refers to devices designed for digital reading with a monochrome screen (eg Kindle).
●	Games consoles: covers only video games consoles, referring to devices that output a video signal or visual image to display a video game, eg PlayStation, Xbox and Wii.